Mitt Romney “introduces” himself to Latinos. Who aren’t really into him

The Romney campaign released a Spanish-language ad Monday targeting Latino voters. Yes, the fact that it released an a Spanish-language ad is a bit of news unto itself, given that Mitt’s ads were (nearly all) English-only during the GOP primary.

What’s noteworthy here is that even after Romney has been running for president, in one way or another, for about five years, the campaign says this ad is about Mitt’s son “Craig Romney inviting the public to get to know his father, Mitt Romney.” What’s doubly interesting is that Craig delivers the ad in Spanish. Even throws out that his grandpa George was born in Mexico.

And it’s not just pollsters who believe that, it is Republicans like Ana Navarro, who ran John McCain’s Hispanic Outreach in 2008. She ripped Romney’s Latino outreach Monday. Then again, McCain only got 31 percent of the Latino vote; Team Mitt hopes to snag 38 percent.

“Whatever the Romney campaign is doing isn’t visible to the naked eye,” Navarro told HuffPo Monday. “They don’t know the community — and what they do know, they don’t seem to like.”

Ouch.

Look for more Spanish-language advertising after Monday, when federal laws allow the campaign to spend more of its prodigious cash intake. At this late date, Navarro predicted that they’ll spend most of it on bashing Obama, to depress the Latino turnout. “They’re going to spend the time and money going after Obama” she told HuffPo.

For who prefer to read a radio ad, here is the Craig Romney piece…notice that it focuses on values (dedication, sacrifice, hard work) and little on policy — as Romney’s positions on immigration is unpopular among Latinos, polls say:

Hello. I’m Craig Romney. I want to tell you about my father, Mitt Romney. He is a man of great convictions. He has been married to my mom for more than 40 years. Together they have five sons and 18 grandchildren. My father loves our country greatly. What he has achieved in life, he has done so by working hard. And it is with that same dedication that he will fight to put our country back on track and create jobs. He greatly values that we are a nation of immigrants. My grandfather George was born in Mexico. For my family, the greatness of America is how we all respect each other and help one another. It is the dedication, the sacrifice, and the hard work of those who struggle to achieve that dream for their families. But on the path our country is on, each day it’s harder to achieve. My father knows how to revive the American Dream and he needs your help to do it. I invite you to get to know him and listen to his ideas.”